3 WAYS TO GET YOUR BOOK IN THE MEDIA
Getting attention for your book (and yourself) is imperative for not only book sales but so you remain relevant and are seen as an expert. You may think "But I don't want to be seen as an expert! I'm not an expert!" I'm going to challenge that thinking with two questions.
With "X" being your book's topic, first ask yourself "Do you want your book to be the answer to people's questions about X?" Next, ask yourself "And as the author of that book that answers questions about X, would it make sense for me to be the one people go to when it comes to X?" If the answers to both questions are "yes" and "yes," then you are an expert. If the answer to either one is "no," well ... we won't talk about that ...
But for people to know you have a book or for them to know the questions your book answers, you have to tell them, tell them again, then tell them a third time. And after you've done that, you have to tell them again, then tell them again, then tell them again. You get the idea. You see, when you announced it the first time, everyone who needed your book at that time wasn't listening. When you announced it a second time, there were people who heard you but who didn't need your book at that time. So you keep talking about it so you eventually reach everyone who needs it.
Posting about your book on social media is good, but you need people outside of your community to know about your book, and that's where media attention comes in. Here are three ways to get media attention for your book:
Make Your Book Part of What’s Happening
It goes without saying that there’s always something happening, and the news is there to report on it. Think about how your book fits into the news. Some are easier fits than others. For instance, if you wrote a book about diversity, equity, and inclusion, then you could have easily pitched it to outlets in 2020 and 2021. Or if your book is about entrepreneurship, then connecting it to the Great Resignation was a no-brainer. Look at the news and think of how your book offers a different perspective that may not have been considered, a solution to a big issue that’s currently in the news, or interesting strategies for dealing with the news headline. Create talking points on the topic, have a publicist professionally write a press release, then distribute it to the masses. Essentially, have a ready-built news story so TV bookers and journalists don’t have to write the story. You’re doing them a favor and improving your chances of getting a foot in the door and on a show if you deliver both a ready-built news story plus a source to speak about it.
Need a press release? Drop a line at info@bmtpress.com, and the team will get to work for you!
Sign Up as an Expert
A journalist may have a great idea for a story but doesn’t have the bandwidth to seek out sources like they once did. A number of websites now exist with the sole purpose of connecting journalists to sources for their stories. Are you starting to get the idea? Here’s where you come in.
Help a Report Out (HARO) is the most popular of these sites. After you create a HARO account, you receive multiple emails each day with a list of stories journalists are working on. Scan those emails for writers looking for experts on the topic your book addresses, then pitch yourself. When you pitch yourself, make sure you would be perfectly fine with what you submit being published as-is. Again, journalists are busy, and some will print your pitch as is without informing you beforehand that there are no opportunities to make edits. Also check out this article for more pointers: 5 Ways to Get a Journalist to Respond to Your Pitch
Bear in mind HARO can be hit or miss. Therefore, consider alternatives to HARO that offer similar services such as Source Bottle, #JournoRequest, and Qwoted.
(Regarding #JournoRequest, it’s a reactive opportunity in that you do not pitch to the media; instead, it’s about journalists taking to Twitter when they need content for a story and sharing that opportunity with the hashtag #journorequest. Login to Twitter and search for “#journorequest, then you will see all of the #journorequest opportunities as well as what journalists are in search of plus how to get in touch with them.)
Have a Plan to Pitch to Podcasts
As a podcaster of a presentation skills show, I have received a number of pitches from people where it’s obvious they have never listened to my show or have not even bothered to read the description of the show. Those pitches are, of course, automatically ignored. The point? When attempting to get a spot as a guest on a podcast, have a strategy and avoid simply reaching out to a bunch of shows that appear to focus on your book’s topic.
Instead, look for podcasts that appear to be good possibilities, listen to a few episodes, or at a minimum, read the show’s description. Next, locate contact information for the show’s booker or host; if you have trouble quickly locating that information, then check hunter.io or LinkedIn Premium. Then, post a positive rating and review of the podcast on Apple. Finally, pitch yourself, but in your pitch, explain that you’re a fan of the show, attaching a screenshot of your review. Consider going the extra mile by including in your pitch a few examples of episodes you liked and how you believe you could offer something new to the show. And it’s always a plus if you add how happy you’ll be to promote your episode. All that’s left to do is to wait for a “yes,” then charm the listeners with expertise from your book.
While you’re on the show, don’t worry about thinking you’ll give away too many details of your book in the show and people won’t want to buy it. Quite the contrary. First, you won’t be able to give away all the details in the course of the show, and second, if your show content is rich, people will definitely want to get your book! Whether it’s live or a recording, be a pro; arrive to the show early (not on time), make sure your surroundings are quiet, that you have a strong WiFi signal, and stand for the interview if you can. Once your episode releases, share it across all your social media channels, tagging the host. Also consider sending a “thank you” email or a small gift. Who knows? You might receive an invitation for an encore conversation!